San Francisco Bay Area water officials are urging residents to go "full-frontal" and take short, steamy showers.

The sexy messages are contained in new public service ads intended to draw attention to the serious message of conservation.

San Francisco Public Utilities Commission spokesman Tyrone Jue said Wednesday the ads will appear on billboards, social media and TV, with the full-frontal line urging people to buy water thrifty, front-loading washing machines.

The ads are rolling out as the four-year drought drags on and the state launches mandatory 25 percent water conservation by cities and towns.

San Francisco residents use an average of just 44 gallons of water a day. By comparison, individuals in some parts of Southern California average 368 gallons.